Database Marketing

Classes will be theoretical and practical, with content exposition and application of concepts based on a Case

Study to be worked on by groups of students – the objective is to allow students to build:

– notion of Database as a way of structuring identified data necessary to be collected;

– useful idea between identifying data, handling it, and analyzing it to support Marketing functions, such as

creating campaigns.

Based on an Excel dataset, they will use a Data Analytics tool (Power BI).

Problem-based learning (PBL) (which includes customer segmentation) and project-based learning (Project-based Learning), which involves the completion of several phases, are fundamental to effective student learning.

In summary, the teaching and learning methodologies (TLM) adopted for this curricular unit are:

TLM1: Theoretical-practical classes to present fundamental concepts and link them to real marketing cases based on databases.

TLM2: Problem-solving using datasets in Excel and data analysis tools, such as Power BI, to segment customers and develop personalized campaigns.

TLM3: Case study for analysis and practical application of database marketing concepts, promoting analytical thinking.

TLM4: Project-based learning, with progressive component delivery and guided discussion, enabling planning and testing of marketing campaigns.

TLM5: Collaborative group work to foster project management skills and practical understanding of digital tools.

The Database Marketing (DBM) curricular unity aims to achieve the following Learning Objectives:

LO1 Understand the importance of data in marketing

LO2 Be able to describe the main concepts related to DBM

LO3 Learn to define, collect, analyze, understand, and manage customer data to communicate more effectively and in a more personalized way with customers

LO4 Understand and analyze data, with knowledge of the GDPR

LO5 Describe and apply data analysis techniques for DBM, including being able to segment customers

LO6  Design, plan and test DBM campaigns

LO7  Establish appropriate measures for a DBM campaign

On completion of this curricular unity, students should be able to:

C1 Acquisition of knowledge base of database management

C2 Use digital tools to analyze data

C3 Applying marketing principles to data analysis

C4 Applying the concept of consumer behavior to the use of digital tools

1. Database Marketing Fundamentals

1.1 History of Database Marketing

1.2 Understanding Database Marketing

2. Strategic development of databases for Marketing

2.1 Introduction

2.2 Definition of Internet Marketing

2.3 Internet Marketing Applications

3. Defining customer data requirements

3.1 Concepts

3.2 Data organization

4. Analysis of customer data

4.1 Data identification

4.2 Data modeling

5. Construction of databases

5.1 Concepts

5.2 Modeling Information Objects in a Diagram

6. Data Mining and Customer Segmentation

6.1 Definition and Techniques

6.2 Applications for customer segmentation

7. Plan and design Marketing tests and Marketing campaigns

8. Marketing Databases and the Internet

8.1 Databases for MK

8.2 Impact of the Internet